Democratization of information and decision making based on input/outcryTime and geography no longer matter, the world is flatteningOrganizational structure is becoming more virtual with technology (WebEx, Facebook, Second Life) Digital communications make possible the cost-effective advent of two-way symmetrical communications. (Many free and almost free services, such as blogs, forums, Skype) There is a convergence between the expectation for immediate communication and information and the tools to deliver on such expectations

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SeaWorld Example and Crisis Response on Twitter with NetSol<number>

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Scott Abelman and some friends decorated hos fried Walt’s Jaguar with 14,000 post it notes in 2006It became an online phenomenon<number>

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Ask not what the community can do for you, but what you can do for the community, my apologies to JFK

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We’ll Cover each of these in detail and the tools you can use to get at each oneTraffic, downloads, views, mentionsConversation index, tonality, relationship measurementFinancial cost analysis to other tools, revenue, subscribers, funds raised, books sold, click throughs

The Image of Public Relations
“I am in public relations…We’re image consultants who change the way people see products, companies, people, etc.” Ray Embry (Jason Batman) explains his profession to John Hancock (Will Smith) in the movie Hancock

The Big Picture • Strategy
drives all corporate communications – What are the objectives? – How can the company achieve its objectives? – Which tools will best address those needs? – Does social media fit into the plan?

Corporate Control is a Myth
“You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” - Joe Ragan, Newsradio As quoted in “Groundswell” by Charlene Li and Josh Bernoff

“This Target ad is senselessly
subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex- obsessed culture damages girls.” Amy Jussel, Founder Executive Director, Shaping Youth

Off Target Target’s e-mail response:
“Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”

Off Target Target’s response to
the New York Times: “We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”

On Lawyers… “The Best Way
to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.” - Guy Kawaski, “The Art of Partnering”

On Junior Staff… agilliam Says:
October 12, 2008 at 9:33 am “I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by myspace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”

Some Advice “To his credit
one of the PR dudes came up to me after the session and asked ‘How should we pitch to mommy bloggers?’ And I said, quot;Tell me you looked up my stats on Alexa. Tell me you picked me because you *think* I may be influential. Tell me that you know mombloggers get pitched to all the time but that you'd *pretty please* like me to listen to you. Just don't bullshit me by telling me 'you read my blog.' I know you don't.” - Stefania Pomponi Butler, founder and owner of the CityMama™ and Kimchi Mamas

The Results “ Who would
have guessed that Mentos sales would go up 15 to 20%, that traffic to Coke.com would double, and that we'd be doing Diet Coke & Mentos twenty- four hours a day, seven days a week! Now the friendly folks at Coke and Mentos provide us with the soda and candy for our new projects, which is great since we've been through almost 4,000 bottles of Diet Coke and over 24,000 Mentos so far.” – Eppy Bird

Objectives  Launch of roller
coaster/water ride, Journey to Atlantis  Build relationships with the online coaster community  Build awareness for the early opening of Journey to Atlantis  Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis

JTA Tactics • Launch a
purpose-built, multi-media web site to highlight the coaster • Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts • Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts • Invite the American Coaster Enthusiasts to be VIP partners in opening the ride

JTA Results: Interest • The
Website received 78,264 visits and 170,644 page views from May through August 2007. • The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. • Flickr photos have been viewed 102,101 times to date. • Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider. • The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.

JTA Results: Attitudes • The
coverage was largely positive in tone, with some expected negativity about ride intensity • The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. • These riders later left positive comments on YouTube videos • ACE invited SeaWorld San Antonio to attend its annual meeting in 2008 • Robert Niles, Theme Park Insider

JTA Results: Actions • In
guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. • With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. • Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue. Link to Full Case Study: http://tinyurl.com/JTAROI

NetSol Goals – Address and
improve Network Solutions negative online reputation – Improving and building lasting relationships with the developer and design communities – Better serve unhappy customers that choose to vent online with the goal of retaining them as customers when possible, and if not, leaving them with a positive impression – Enhancing and develop the new Network Solutions brand in online communities

NetSol Evaluation • Since June
2008, there has been a 10 percent drop in negative comments and posts • Since June 2008, there has been a 22 percent increase in positive mentions • 32 influential web design and social media stars participated in the professional development video • A advisory board of web designers and developers is currently being recruited